Gillette® [PG] today announced the launch of a new advertising campaign introducing the latest entry into the Gillette Fusion® razor family – the Gillette Fusion MVP™.  The campaign features Atlanta Falcons’ quarterback and the NFL’s 2008 Rookie of the Year Matt Ryan.  The razor features a sleek new look and Fusion’s five-blade shaving surface for unsurpassed comfort and proven performance even on sensitive skin.  The spot will begin airing on Monday, September 28 on network and cable television programming.

Sensitive skin is a real problem for guys.  In the U.S., more than 40 percent* of men claim to have sensitive skin.  The situation is worse if you are a pro football player with sensitive skin and face extreme conditions on game day.

“Matt Ryan is one of the NFL’s rising stars and his performance on and off the field makes him a perfect fit for Gillette,” said Michelle Potorski, Associate Marketing Director, Gillette North America.  “We teamed up with Matt because he has sensitive skin and he knows firsthand how shaving with Fusion, Gillette’s most comfortable shave,  can provide a solution.”

The 30-second commercial, which was created by BBDO New York, captures Ryan on the field facing the hot sun, heavy rain, whipping wind and snow that an NFL quarterback is challenged with on a weekly basis.  The creative concludes with Ryan in the locker room using the Fusion MVP razor.  The commercial was filmed in New York City at Steiner Studios in the Red Hook section of Brooklyn.

Earlier this year, Gillette kicked off its relationship with the NFL through a multi-year marketing and sponsorship campaign as an official sponsor of the NFL. The Gillette Fusion MVP razor is featured as one of Procter and Gamble’s “Official Locker Room Products of the NFL” family of brands.